Abstract
The purpose of this study is to give a explanation about "Saka no ue no kumo" city planning in Matsuyama, as a case study, by the flame of 'narrative marketing' and the method of 'narrative planning'. As a result, it is explained that "Saka no ue no kumo" city planning is a case of "tourism and city planning" consist of 2 steps. First step is "city planning" that 'public administration' narrates a story to 'citizens'. Second step is "tourism" that the "city planning" becomes an episode which 'region' narrates to 'tourists'. In addition, "Saka no ue no kumo" city planning is the method of referring to the theme of narrative. It is different method from 'narrative planning' which focuses on the plot of narrative.
